But bargain hunters aren’t the only ones who’ve been left disappointed.

Many customers experience the "dog page" on Amazon.com during the early hours of Prime Day, when many areas of the site were down.Amazon.com

For Prime Day, many brands selling on Amazon ponied up for exclusive, time-blocked placements on the website. At the low end, brands invited to run "Lightning Deals" on Seller Central paid $750 per product to advertise during a four-hour window. Larger brands that have a direct vendor relationship with Amazon were invited to higher-end programs and spent tens or hundreds of thousands of dollars for exclusive placements and deals.

When the site experienced major outages during the first few hours, customers couldn’t access many pages of Amazon’s websites, including the promotional deals that were advertised. This means that those promotional investments made by brands could have been entirely wasted opportunities.

In addition to problems with customer-facing deals, many brands were unable to access Seller Central, the portal used to manage orders and respond to customer inquiries. This happened on a day when brands needed to be particularly responsive to customers, monitor promotions, and work through large volumes of incoming orders.

Sellers had issues accessing their Amazon Seller Central accounts in the early hours of Prime Day.Amazon.com

Steven Scheetz, owner of the baby product brand Moonbow Baby, commented on some of the implications for Sellers: "Only a handful of people have reached out regarding difficulties with their orders, which we were able to make right for them, but how many people didn’t reach out? It sucks to think of the number of potential lost sales and loss in momentum."

The outage could also have inventory ramifications for brands. Many Sellers and Vendors shipped extra inventory to Amazon’s fulfillment centers in anticipation of the event. That inventory now has a slimmer chance of selling through, potentially resulting in excess inventory tied up at Amazon facilities, which would be eligible for long-term storage fees.

Amazon spent a lot of time educating sellers and vendors about the importance of increasing advertising campaign budgets for Prime Day and monitoring campaigns closely during the event, but Amazon Marketing Service, the portal where many brands manage advertising campaigns, was also unavailable for several hours yesterday.

Drew Kalinski, e-commerce manager at bedding company Ayer Comfort, said that within 30 minutes of Prime Day's start, the company was unable to properly access its Seller Central account. He also claims that although it received no orders for the next five hours, Ayer Comfort blew through its advertising budgets, which had already been increased by 100%.

"We ran out of ad spend on two of our campaigns at around 4:30 PST, but to my knowledge no one could make a purchase without getting a ‘dog page,’" Kalinski said, referring to the error page that came up for some Amazon users. "Our ad spend was still being eaten up, but Amazon wouldn’t allow anyone to convert until later on in the evening. Personally, I think Amazon should refund all ad spend for the first five hours while Amazon was down because I paid for nothing."

At the time of writing, Amazon had not yet responded regarding any reimbursements to vendors and sellers for promotions that were affected by the glitch.

Still, some brands were able to turn lemons into lemonade as a result of the glitch. “We were concerned, like all other brands, that the crash of the site would affect our first Prime Day deal,” says Jeff Perkel, director of e-commerce and digital strategy for Perfect Bar.

When fans of the brand could not access an advertised 40% off deal, they posted their criticisms of Amazon on social media, which actually gave Perfect Bar an unexpected boost. “The scarcity created a ‘FOMO’-like frenzy among our fans and reached, what we can average, upwards of 20k new eyeballs from our fans’ followers,” says Perkel.

Fans of the company Perfect Bar voiced their criticism of Prime Day's glitches, which ultimately drove more awareness of the brand's deal.Perfect Bar

Prime Day is one of the biggest sales days for Amazon, with some estimating revenues of $34 million per hour during the 2017 event. While the extensive glitches will undoubtedly dampen Amazon’s potential revenue over the event, it may have soured relationships with brands that invested time and capital to prepare for the event as well.

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I am the CEO and founder of Bobsled Marketing, digital agency that helps consumer product brands to grow and protect their sales on Amazon. Specializing in operations, marketing and advertising on the Amazon platform, I'm watching the profound shift that's occurring for bran...